5min
Module 1: Understanding B2B vs B2C
Module 2: Strategies for B2C Sales
Module 3: Strategies for B2B Sales
Module 4: Adapting Your Sales Based on Context
Module 5: Final Course Project
11/16 Lessons
Content
Assignment
Histoire de vie réelle
Dans cette leçon, vous apprendrez ce que signifie vraiment le marketing — surtout si vous avez toujours pensé qu'il s'agissait simplement de convaincre quelqu'un d'acheter. Vous verrez que le marketing commence avant la vente et continue après qu'une personne devient votre client. Et surtout, vous comprendrez comment VOUS pouvez utiliser le marketing même si vous débutez avec une petite idée d'entreprise.
1. Understanding Features, Benefits, and Value
This is the most common mistake made in B2B sales. People get stuck at the first two steps and fail to reach the most important one.
Feature: A characteristic or function of your product.
Example: "Our software has a built-in invoicing system."
Benefit: The positive outcome a customer gets from a feature.
Example: "The invoicing system will save your accounting team time and reduce errors."
Value (ROI): The quantifiable, monetary impact of that benefit on the business.
Example: "By saving your team 10 hours a week, you will save $5,000 per month in labor costs, resulting in a 150% ROI in the first year."
Your pitch must always connect a feature to a benefit and then to a clear, measurable ROI.
2. Building a Clear Business Case
A strong business case provides the logical justification for the purchase. It's a short, powerful argument that answers the ultimate question for any decision-maker: "Why should we invest in this?"
01
Step 1: Identify the Problem & Its Cost
Start by explicitly stating the problem you discovered during your conversations with the client. Most importantly, quantify the cost of that problem to their business.
Example: "You mentioned that your current manual inventory system is leading to a 10% rate of stockouts, costing your business an estimated $10,000 per month in lost sales."
02
Step 2: Propose the Solution & Its Benefits
Clearly outline how your product or service will solve the problem. Translate your features into benefits that directly address their pain points.
Example: "Our automated inventory management system will track stock levels in real time, preventing these costly stockouts. The benefit is reduced lost sales and improved customer satisfaction."
03
Step 3: Quantify the ROI
This is the most critical step. Show the client the numbers. Use a simple equation or a clear chart to demonstrate how your solution will save them money or make them money.
Calculation Example:
Problem Cost: $10,000 per month in lost sales.
Solution Cost: $2,000 per month for your software.
Expected Savings: A 90% reduction in stockouts, saving $9,000 per month.
Net Gain: $9,000 (savings) - $2,000 (cost) = $7,000 per month.
Your final statement should be direct: "By investing $2,000 per month, our software will provide a net gain of $7,000 per month, leading to a full ROI in less than three months."
3. Handling Price Objections
When a client objects to the price, they are not rejecting your solution; they are questioning the value. Your job is to reframe the conversation around the ROI you have already demonstrated.
Initial Objection: "Your price is too high."
Your Response: "I understand. The price is an important consideration. But when we discussed the current inventory issue, we estimated it was costing you $10,000 per month in lost sales. Our solution, at a cost of only $2,000 per month, would effectively solve that issue, providing you with a net gain of $84,000 per year. When you look at the numbers, the real cost is staying with your current system, not investing in ours."